The mind is the root of every action and reaction in our world. What we do physically is merely the manifestation of what’s going on in our mind. Our actions are extensions of our thoughts. Even when our actions seem to go against our thoughts, they are in fact driven by our subconscious compulsions. Every action and reaction can be traced back to the human psyche.
Customers, consumers or clients are no different. People decide under the influence of psychological triggers. These psychological triggers can be influenced by many factors. While there are dozens of elements that can influence the psyche of an individual, here are the ten most important psychological triggers that convert leads into customers.
1. The Quest for Pleasure
Every human being is drawn towards pleasure and is averse to pain. No one wants to suffer and everyone wants to have a good time. This desire to be pleasured drives people to buy specific products. As a company, marketing professional or salesperson, you need to present your product or service in a manner that will help the lead to imagine some form of pleasure. The product or service could be anything, right from a foot massager to more data in a postpaid plan. Affordability will always be a quintessentially influencing factor but the lead will at least be interested in buying or signing up if pleasure is assured. The worst selling products or the duds in any industry are those that exist without offering any substantial pleasure to its intended customers or users.
Now, pleasure is not always physical or emotional or psychological. It varies from person to person. Pleasure needs to be well defined in the context of the product and given the kind of audience you are targeting. Once you identify the exact the form of pleasure your audience wants, strategize your marketing campaign accordingly. It is not necessary for a materialistic product to lack emotional pleasure and an immaterial service to have no physical pleasure. Smart marketers know how to package their product or service and how to convey the message.
2. The Pursuit of New and Original
People love new stuff. It doesn’t matter what the product is. New clothes, new shoes, a new car, a new house, a new phone, a new laptop, a new set of speakers or it could be a new set of wine glasses. Everything new has a special appeal. It helps if the product is also an original, that is to say it is not the run off the mill stuff that is already aplenty in the stores. The pursuit of new and original can be explained using the proven fascination with novelty. Studies have proved that exposure or anticipation of novelty items increases the secretion of dopamine in the human brain. Hence, it is a neurological trigger.
Let us illustrate this reality using two simple examples. Every smartphone maker and automaker in the world keeps releasing new variants of their existing models. Other than the rare instance, there is hardly any significant change or improvement in the subsequent variants. You can consider everything from an iPhone to a Galaxy, a Volkswagen to a Toyota.
The existing models are repackaged, some specifications are tweaked, some features are upgraded just marginally and there you have a newly manufactured phone or car. This new original product builds anticipation and is satiating for many people.
Had this not existed, people would have turned around and said the phone is two years old or the car is eleven months old. They would look for other phones and cars that have been launched in weeks or a few months leading to their purchase.